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EXECUTIVE SUMMARYASFD(Attic Salt Fried Duck) is the first fast-food restaurant in Bangladesh that
will fried duck by Attic Salt group in 2011. Sells fried duck and other food
products, under ASFD. Business philosophy is to constantly introduce new
products, or to sell before repackaging for people to become early adopters of
mind, and thus profit.We asume within 10 years our restaurent business cover more
than 100 countriesaround the world and has more than 30,000 stores and 840,000
employees.Though KFC, Pizza Hut, Taco Bell and other well-known restaurant
brands in the world, respectively cooking chicken, pizza, Mexican style food andseafood dining area ranked first in the world,But we can creat our own brand
gorgeously because we are only the company that produce the duck fried.In 2009
the Attic Salt research group try to invent new methods of fried duck, and finally
succeeded in the invention are 13 kinds of spicesin 2010and unique synthesis of
cooking the recipe, its unique taste deeply welcomed by customers, the restaurant
business and become prosperous, secret followed so far. First we want to build our
business at Uttara, Dhaka in Bangladesh. With this unique strategy we want to
build our business world wide start from Bangladesh.Our main vision is to achieve
the customer satisfaction with the slogun Kill your noice by taking Attic Salt
Fried Duck. And we hope we will access the satisfaction level of customer by
providing better services.
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Business Definition
ASFD is a Quick Service Restaurant (QSR) that specializes in take away services
for freshly prepared duck fries. We believe that, there is huge demand for duck
prepared foods which we have found from our little market research. We believe
our new idea will bring significant change in QSR market trends. Our mission is to
make and serve healthy and tasty duck fry for busy professionals who are looking
for a change during lunch. The value and benefits that duck fry provides are at the
core of our organization and we hope to communicate this to our customer through
our efficient service. Therefore we constantly seek to provide value not only in
excellent duck fry, but also in excellent service. We want to make duck fry eating
an exciting and healthy habit.
Feasibility Study
Technology and System Feasibility
As our idea is fully on restaurant based business, we dont need any high tech skill
for the preparation of our product. All of the technology wont cost too much
which will be beneficial for the resource costing. All of these technologies are
currently available in our country.
Required Technologies are as follows:
Manufacturing:
1. Duck Dressing machine.
2. Grill oven and other equipment
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Economic Feasibility
This business is economically feasible as because the cost benefit is ensured.
N: B: All required information is available in our Economic section of this report.
Legal Feasibility
We have ensured this product as a 100% Halal product As Bangladesh is one of the
largest Muslim countries .We also ensured that, there is no such ingredients that
might cause any damage. For this sight, government wont impose any restriction
over this food. On the basis of Business rules we have formed our business on
Partnership act 1932 and we have fulfilled the requirements.
Operational feasibility
We got the resources those are required in terms of producing our product. All of
these tools are available in our country. We did several surveys on this product by
visiting to our targeted customers in different Shopping mall, Colleges,
Universities and some office going people and we got the appreciation.
Schedule feasibility
As all the required tools and ingredients are currently available in our country we
can easily launch our business on any estimated time frame. So, our concept is
Schedule feasible.
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Market ResearchCompetitors
Actually we dont have any direct competitor because there are no duck fried
restaurant in Dhaka and even in our country. But we have substitute competitors
those offer quality chicken fry are the main competitor. KFC, BFC, FFC, Sea Shell
are in our consideration.
Target Customer
The core targeted of ASFD is college students, university students and young
business professionals between the ages of 16-45. They are educated and health
conscious. Our target is people on a tight schedule who value expedient service
and value for their money.
Target Market
Local People -As Uttara is a newly growing commercial and residential
area, the income status of the local people is high and most of the people lives here
are educated and health conscious. On the basis of this condition we have targeted
them and set our mind to establish our business over here.Colleges and Universities - There are more than five university and more
then fifteen colleges here in Uttara. In All these people are more conscious about
the changing of the test. By keeping all these things in our mind we have planned
our whole business strategy.
Local businesses - Uttara is known as newly commercialized part of Dhaka.
Where many Business organizations, shopping mall are growing day by day.
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The food concept and product image of ASFD will attract 3 different
customer profiles;
The student -- more and more young people have developed healthy eatinghabits. Some also gone through a "health food phase" while in college.
The health conscious person of any age -- this includes anyone on a
restricted or prescribed diet or those who have committed to a healthy diet.
Curious and open-minded -- "if you try it, you will like it." Through
marketing, publicity, and word-of-mouth, people will seek out a new
experience and learn that nutritious food can be tasty, fun, convenient, and
inexpensive.
Competitive Analysis
The Power of Supplier
We will gather all of our Ingredients from different Duck firms located near to our
restaurant for getting low cost product. As there is no Shortage of duck all over this
country we can easily collect ducks. If we find any difficulties in terms of buying
ducks, we can easily change our suppliers to a new one. So, we got the bargaining
power over our suppliers.
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Figure: Competitive Analysis
The Power of Buyer
Duck fry is a new innovation of us in Bangladesh. People wont have any choice to
diversify as because there is no such restaurant in Bangladesh which provides only
duck prepared food. So, in this stage we have full bargaining power over customer.
The Threat of Substitutes
There is a substitute product of Duck fry which is chicken fry. And this product is
being offered by a worldwide renowned fast food chain KFC. KFC got a good
brand loyalty among the customer which turned them into one of the best fast-food
business chain in Bangladesh. Now a day, KFC is ruling all the fast food market.
We hope ASFD will bring the taste which can wash away the demand of Fried
chicken and rule the market.
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The Threat of entry
As this is not a matter of high cost and technology we might need to deal with
some new entrants. All these competitors wont able to damage our Business as
because we will develop huge brand loyalty at the very beginning of our business.
More over we will copy right our product for any particular time period, which will
help us to sustain in the market and develop a good reputation among the customer.
Capital requirements: Capital is a big deal while booting up a business.
ASDF is a restaurant which offer quality fried duck for its customer. To produce
the product there is no use of buying any high tech machines. All the required
production stuffs are available in the market with a cheaper cost. This business will
be financed by the six share holder. All of this share holder will invest same
amount of investment. ASDF has ensured the strong investment for their business.
Economic of scale: It is closely related to the capital requirements is the
nature of the business that requires a large sales volume to offer a product or
service at a competitive price. Here we will ensure providing the best service and
product at our level best with a reasonable cost. We hope no one can offer fried
duck with the price that we will provide.
Experience: ASFD is a new idea, germinated by some under graduating
students. They dont have much practical idea about the market. But the entire
share holder got the idea on, how to cope with all the obstacles those they will face
in the market.
Distribution system: The major barrier to new entrants is in lacking
established distribution system. People might launch a new business with our same
product but in terms of distribution they wont able to compete with us. We have
ensured best distribution system of our raw materials and ingredients.
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Differentiation: Our unique different between any other fast food business
is, we provide fried duck with reasonable price and fast service. Currently in
Bangladesh there is no Fried duck offering fast food shop. We have different
packages for different income ranged people, which will help us to capture more
market share from the all leveled customer.
Marketing Plan
Product
In our restaurants, specially, we will provide duck fries. But we have some other
products also like duck burger, and special duck soup, vegetable rice, and French
fry.
Price
Onion & capsicum
265.00
Mushroom, onion, tomato & capsicum
315.00
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Mushroom, capsicum, onion, baby corn,
tomato & olives
350.00
Mushroom, onion, tomato & capsicum
390.00
DUCK N SPICY
Chicken hot n spicy, green capsicum &
mushroom
425.00
DUCKEN SUPREME
Chicken hot n spicy, chicken tikka &
chunky chicken
480.00
Meal Package A (for 1 person)
2 pcs Duck fry
Vegetable rice
Salad
1 Regular soft drink
TK 200
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Place (Channel of Distribution)
Distribution (or place) is one of the four elements of marketing mix. An
organization or set of organizations involved in the process of making a product or
service available for use or consumption by a consumer or business user by
ensuring channel of distribution. In ASFD we use direct selling concept which is
known as producer to end user. ASFD has no middle intermediaries between
producer and end user.
Meal Package B (for 1 person)
1 pcs Duck fry
1 regular soft drink I pcs Bun
TK 100
Meal Package C (for 2 persons)
Special Duck Soup
4 Pcs Duck Fry Vegetable Rice
Salad
2 Regular Soft Drink
TK 350
Producer
(ASFD)
Consumer
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Promotion
Promotion is a form of corporate communication that uses various methods to
reach a targeted audience with a certain message in order to achieve specificorganizational objectives. Nearly all organizations, whether for-profit or not-for-
profit, in all types of industries, must engage in some form of promotion. Such
efforts may range from multinational firms spending large sums on securing high-
profile celebrities to serve as corporate spokespersons to the owner of a one-person
enterprise passing out business cards at a local businesspersons meeting. Like
most marketing decisions, an effective promotional strategy requires the marketer
understand how promotion fits with other pieces of the marketing puzzle (e.g.,
product, distribution, pricing, target markets). Consequently, promotion decisions
should be made with an appreciation for how it affects other areas of the company.
For instance, running a major advertising campaign for a new product without first
assuring there will be enough inventory to meet potential demand generated by the
advertising would certainly not go over well with the companys production
department (not to mention other key company executives). Thus, marketers
should not work in a vacuum when making promotion decisions. Rather, the
overall success of a promotional strategy requires input from others in impacted
functional areas.
Types of Promotion
Advertising
Sales Promotion
Events/ Experiences
Public Relations
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Personal Selling
Advertising
Distributing Pamphlets - We plane to advertise for ASDF by distributingpamphlets of our menu and a map of our location.
Radio campaign - complete with live remotes in our parking lot. We will
pick the three top local stations with which to place our short and catchy ads.
We will also sponsor radio call-in contests with free meal coupons to duck
fry and soup. We will also make "live on the air" presentations of our food
products to the disk jockeys, hoping to get the promotions broadcasted to the
listening audience.
Newspaper campaign - placing several large ads throughout the month to
explain our concept to the local area
Restaurant web pagethis will give the internet users access to menus, daily
specials, weekly promotions.
Sales Promotion
Special Discounts- In the first month of opening, part of our promotion will
be to hand out to first-time customers a card (with 5 boxes to be ticked) and
each time the customer buys a duck fry (created or from the menu), a box
will be marked, and after all the boxes have been, the customer is entitled to
a free duck fry from the menu. This will help encourage customer loyalty by
repeat purchase and act as a menu of increased sales and promotion.
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Student Discount- We initiates to offer 10% discounts to students upon
presentation of a student ID. This would lead to brand awareness among the
students of Uttara, and by the time we expand to a branch closer this area.
Operation Plan
We produce our product on the basic of quality level.So to do that we are following
different types of statistical scheduling technique.Our first work is to make
forecasting budget and then go for operation.We will do our operation by using
machanism tools as well as manual work that are needed.
First we will try to-
Identify customer wants
Identify how the goods/services will satisfy customer wants
Relate customer wants to product how
Identify relationships between the firms how
Develop importance ratings
Evaluate competing products
Compare performance to desirable technical attributes
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Figure:Product Development System.
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Financial Plan:
Manufacturing Budget
Pro-forma Income Statement
Sep Oct Nov Dec
Sales
(-) Cost of goods Sold
Gross profit
Operating expenses
Advertisement
Salaries & Wages
Rent
Utilities
(6,000 300)
= 18,00,000
(6,000 100)
= 6,00,000
12,00,000
100,000
50,000
20,000
20,000
(6,500 300)
= 19,50,000
(6,500 120)
= 7,80,000
11,17,000
100,000
50,000
20,000
20,000
(6,000 300)
= 18,00000
(6,000 120)
= 7,20,000
10,80000
100,000
50,000
20,000
20,000
(7,000 300)
= 21,00000
(7,000 130)
= 9,10,000
11,19,000
100,000
50,000
20,000
20,000
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Insurance
Interest
Depreciation
Total Operating expenses
Profit before taxes
(Gross Profit-Operating
Expenses)
(-) Taxes (10%)
Net profit
10,000
5,000
4,000
2,09,000
9,91,000
99,100
8,91,900
10,000
5,000
4,500
2,09,500
9,07,500
90,750
8,16,750
10,000
5,000
5,000
2,10,000
8,70,000
87,000
7,83,000
10,000
5,000
3,000
2,08,000
9,11,000
91,100
8,19,900
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Pro-forma Cash flow
Cash flow of ASFD for the 4 Month projected in the year 2009Sep Oct Nov Dec
(A) Receipts
Sales
(B) Disbursement
Cost of goods
Operating Expenses
Cash Flow (A-B)
Beginning Balance
Ending Balance
18,00,000
6,00,000
2,09,000
9,91,000
0
9,91,000
19,50,000
7,80,000
2,09,500
9,60,500
9,91,000
19,51,500
18,00,000
7,20,000
2,10,000
8,70,000
19,51,500
28,21,500
21,00,000
9,10,000
2,08,000
9,82,000
28,21,500
38,03,500
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HYPOTHESIS DEVELOPMENTFor fulfilling the objectives some related hypothesis have been constructed
for this study:
1. HA:Available1advertising has thepositive effect on ASFD2.
2. HA: As a first time Fried Duck ASFD creat a positive curicity3 oncustomer
mind.
3. HA: Hygenic fried duck provided by ASFD will help to extend4 the fast-food
restaurent.
4. HA:
Providing the better service has positive effect on the success of ASFD.
5. HA: Available5 sells branches will help to go ahead ASFD.
6. HA:Sell by credit6 card will help to extend ASFD in Bangladesh.
7. HA: Instant7 discounting has positive effect on customersmind to buy fried duck.
METHODOLOGYSource and data Collection of Data: There are two types of data in our research
paper.
A. Primary Data:
We have collected the primary data through questionnaire.We went out for general
people to conduct our survey. Like the service holder, students, teachersandretired
peoples.
B. Secondary Data:
For the Secondary sources we have collected our secondary data mostly from
internet, websites article, and newspapers.
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Sample frame:
The sample frame of this study has been consisted of the service holder , students,
teachers, retired peoples and general peoples of Uttara shopingmall area (North
tower,Mascut Plaza).For this study two university and one institute were
selected.Those were IUBAT(International University of Business Agriculture and
Technology),Uttara University and BIFT(BGMEA Institute of Fashion and
Technology). A total of 50 surveys have been conducted. The stratified probability
sampling approach has been selected for that study. The population has been
defined both male and female.
Time frame:
For collection of primary data was conducted in October15, 2010Novemver05,
2010
Analysis of Data:
For analysis of data Microsoft Excel has been used. Parametric and non-
parametric statistical tools were used to derive a meaningful conclusion from the
empirical data. In addition, basic statistical techniques of different measures of
central tendency have been used in analyzing the data.
1. Effective promotional activities in every where.
2. ASED is stands for Attic Salt Fried Duck.
3. Creat positive effect to buy this product.
4. Help to go ahead fast-food restaurent in Bangladesh.
5. More sells branches in an important places.
6. Sell by using credit card.
7.Discount at the time of buying fried duck.
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Hypothesis Testing and FindingsTable: Summary of the Responses to make more popular Attic Salt Fried Duck
restaurent.
H1 H2 H3 H4 H5 H6 H7
1=
Strongly
disagree0 0 0 0 0 0 2
2=
Disagree2 1 4 0 0 4 17
3=
Neither
agree nor
disagree
0 2 1 0 1 3 4
4= Agree 13 38 33 17 8 36 25
5=
StronglyAgree
35 9 12 33 41 7 2
Total 231 205 203 233 240 196 158
Average 4.62 4.1 4.06 4.66 4.8 3.92 3.16
Standard
Deviation0.646 0.5453 .766 0.478 0.45 0.72 1.075
Z-test
value21.632 21.05 14.44 32.23 38.33 14.2 4.4
Sources: Questionnaire Survey
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1. HO: Available advertising has no positive effect on ASFD.
HA: Availableadvertising has positive effect on ASFD.
HO: = 2.5
HA: > 2.5
N = 50
Here = 4.62
= 0.696Zcal= ( )/ (/n) = 21.632
At 5% level of significance, follows Z distribution Z0.05 = 1.645
Since Z cal>Ztab, the null hypothesis is not acceptable. So at 5% level of significance,
it can be said thatavailable advertising has positive effect on ASFD.
H1
0%4%0%
26%
70%
1=Strongly disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Fig-1: Respondents view towards that available advertising has positive effect on ASFD .
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2. HO:As a first time Fried Duck ASFD isnot creat a positive curicity on
customer mind.
HA:As a first time Fried Duck ASFD iscreat a positive curicity oncustomer mind.
HO: = 2.5
HA: > 2.5
N = 50
Here = 4.1 = 0.5453
Z cal= (X)/ (/n) = 21.05
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Zcal> Z tab, the null hypothesis is not acceptable. So at 5% level of
significance, itcan be said that as a first time Fried Duck ASFD creat a positive
curicity on customer mind.H2
0%2% 4%
76%
18%
1=Strongly disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Fig-2: Respondents view towards thatas a first time Fried Duck ASFD creat a positive
curicity on customer mind.
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3. HO: Hygenic friedduck providedby ASFD will not help to extend the fast-
food restaurent.
HA: Hygenic friedduck providedby ASFD will help to extend the fast-food
restaurent.
HO: = 2.5
HA: > 2.5
N = 50
Here X = 4.06
= .766
Z cal= (X)/ (/n) = 14.44
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of
significance, it can be said that hygenic friedduck providedby ASFD will help to
extend the fast-food restaurent.
H3
0% 8% 2%
66%
24%
1=Strongly disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Fig-3: Respondents view towards that hygenic fried duck provided by ASFD will
help to extend4 the fast-food restaurent.
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4. HO: Providing the better service has not positive effect on the success of
ASFD.
HA: Providing the better service has positive effect on the success of ASFD.HO: = 2.5
HA: > 2.5
N = 50
Here X= 4.66
= 0.478
Z cal= (X)/ (/n) = 32.23
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Z cal> Z tab, the null hypothesis is not acceptable. So at 5% level of
significance, it can besaid that providing the better service has positive effect on
the success of ASFD.
H4
0%0%0%
34%
66%
1=Strongly disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Fig-4: Respondents view towards thatproviding thebetter servicehas positive
effect on the success ofASFD.
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5. HO: Available sells branches will nothelp to go ahead ASFD.
HA: Available sells branches will help to goahead ASFD.
HO: = 2.5
HA: > 2.5
N = 50
Here X = 4.8
= 0.45
Z cal= (X)/ (/n) = 38.33
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance,
it can be said thatavailable sells branches will help to go aheadASFD.H5
0%0%2% 16%
82%
1=Strongly disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Fig-5: Respondents view towards toavailable sells branches will help to go
ahead ASFD.
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6. HO: Sell by credit card will nothelp to extend ASFD in Bangladesh.
HA: Sell by credit card will help to extend ASFD in Bangladesh.
HO: = 2.5
HA: > 2.5
N = 50
Here X= 3.92
= 0.72
Z cal= (X)/ (/n) = 14.2
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance,
it can be said that sell by credit card will help to extend ASFD in Bangladesh.
H6
0% 8% 6%
72%
14%
1=Strongly disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Fig-6: Respondents view towards that Sell by credit card will help to extend
ASFD in Bangladesh
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7. HO: Instant discounting has not positive effect on customer mind to buy fried
duck.
HA: Instant discounting has positive effect on customer mind to buy fried
duck.
HO: = 2.5
HA: > 2.5
N = 50
Here X = 3.16
= 1.075
Z cal= (X)/ (/n) = 4.4
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance,
it can be said that instant discounting has positive effect on customer mind to buy
fried duck.
H7
4%
34%
8%
50%
4%
1=Strongly disagree
2=Disagree
3=Neither agree nordisagree
4=Agree
5=Strongly agree
Fig-7: Respondents view towards that instant discounting has positive effect on
customer mind to buy fried duck.
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conclusion
Attic Salt Fried Duck restaurent(ASFD)is the first restaurent that fried duck.And it contain
the 13 different types of variation of test.Under Atric Salt group ASFD(Attic Salt Fried
Duck) will start their activities from 1st January 2010.It will start it activities from
Bangladesh first.This report contain about this business.Actually how we start business,our
business mission.vission,working process everything.We can say this is our total business
plan.To prepare this plan we are doing different types of analytical procedure,research about
product,market research and interms of that we are trying to prepared our business plan.
KFC, Pizza Hut, Taco Bell and other well-known restaurant brands in the world, respectively
cooking chicken, pizza, Mexican style food and seafood dining area ranked first in the world.
But we can create our own brand gorgeously because we are only the company that produce
the duck fried.We believe that our new methods of fried duck with 13 kinds of spices in
2010 and unique synthesis of cooking the recipe, its unique taste deeply welcomedby customers.
Our main vision is to achieve the customer satisfaction with the slogun Kill your noice by
taking Attic Salt Fried Duck. And we hope we will access the satisfaction level of customer
by providing better services.
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